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What are the native components of your modern Marketing technology stack? What are the essential tools / SaaS / tech products that you've chosen and how do you use them all together in your daily marketing operations? Plus would also be interesting to know what's the cost impact (%) that the your mktg stack has over the running costs of the company.

  • JA

    Justin Adelson

    21 days ago #

    I have and currently use the following:
    1. Website platforms: Wordpress, Squarespace, BigCommerce
    2. CrazyEgg
    3. Unbounce
    4. Google Analytics & Google Tag Manager
    5. Klipfolio
    6. Google Suite w/ Extensions (e.g. Supermetrics)
    7. Mail Chimp & Constant Contact
    8. Zoho
    9. Google Page Speed Insights & Hubspot's Website Grader
    9. Moz Pro - I save this for last because it has been one of my most used platforms the past few months. It provides me easy-to-read insights on how my SEO optimization is performing and how I can improve it.

    Every tool, SaaS, or tech product I use has to provide me with some insight, value, or performance that I can't easy get on my own. For instance, I enjoy using Unbounce for capturing leads because the design platform is easy, I can easily capture UTM codes, and running A/B testing is a breeze. Paying for that service ($99/month) sound a little high at first, but when I do the numbers it is only 2% of my project revenue. I try to keep my expenditures under 10% of my monthly project revenue, which gives me enough budget to integrate a few tools if needed.

    • RC

      Rodrigo Carlomagno

      20 days ago #

      What's the size of your team and how do you manage them to operate the stack?

    • JA

      Justin Adelson

      20 days ago #

      I just remembered I like using CallRail for traditional marketing campaigns (e.g. radio, television) - I found it to be one of the best ways to track attribution from offline advertising.

    • JA

      Justin Adelson

      20 days ago #

      Also forgot Buffer, SproutSocial, and Hootsuite.
      (I've gotta write these down)

    • SS

      Sepideh Saied

      20 days ago #

      You are Fully equipped, you are a marketing agency or a company? it's interesting to know

      • JA

        Justin Adelson

        20 days ago #

        Nah - I'm just freakin' awesome.

        Ok - I've worked in entrepreneurial environments my whole career, which has forced me to wear multiple hats and learn how to "get sh!t done". I've worked in school/higher education settings, startups, agencies, and healthcare clinics - each position I have been in required certain technologies for specific sales funnels and tasks, so my marketing stack is pretty big because I've need certain platforms so I can hit my goals. I am currently running my own marketing agency and leverage my marketing stack to get sh!t done efficiently and effectively. I'm not using them all the time - it is usually on a project-by-project basis and how much value I get from the expense.

  • LW

    Lance Weatherby

    20 days ago #

    I work at CallRail which is a fast growing SaaS company. We currently have about 20 people in sales and marketing. We built our stack out about a year and a half ago when there were about six people on the team. We have a very transactional high velocity lead flow so the core systems in our stack (CallRail/Marketo/Salesforce) are integrated very tightly to move prospects through the funnel and notify reps of actions they should potentially take. It looks something like the below.

    1. Wordpress
    2. Marketo
    3. Salesforce
    4. CallRail (to push telephone call activities into the above).
    5. Datanyze
    6. Olark
    7. Cirrus Insight
    8. GoToMeeting/Webinar
    9. VWO
    10. Slack
    11. Google Analytics
    12. Google Tag Manager
    13. HelloSign
    14. Distribution Engine
    15. SEMRush

  • HC

    henry copeland

    12 days ago #

    I run Racery, a virtual challenges service. We've got a B2C component (virtual races anyone can join), and a B2B component where we're selling the ability to operate private races (e.g. corporate wellness programs, charity runs, etc.). This split in customers means our marketing stack has to handle broad-level B2C nurturing/drip content while also letting us target small cohorts of potential B2B partnerships.

    * WordPress Actually started with Ghost but it was too limiting so we switched back over to WP about a year ago. Sure, it’s bloated, but it’s still the most reliable platform with the best collection of plugins.

    *Mailgun With the larger user base of a B2C platform, we needed a reliable volume emailing platform. We chose Mailgun because it’s what our developers knew best. Not sure there’s a huge difference between them, Sendgrid, etc.

    *SendWithUs Gives our marketing team complete control of the email templating while letting the devs handle the programmatic logic of the app-level triggers. Plus, it gives us the added bonus of keeping our app emailing and our sales pipeline emailing all inside the same sandbox.

    *RocketBolt Plugs into email we selected to track individual user activity across our website and blog. It’s our “secret sauce” in terms of converting B2C users into B2B prospects because it shows us which of our users we should be targeting as corporate-level buyers.

    *Google Analytics Gives us the high level view of what’s going on. Who cares if Google also steals every bit of data for themselves, right?

    *Zoho Not a perfect CRM, but it was affordable to start with and it still does what we need until the inevitable [shudder] escalation to Salesforce in another year or two.

    *Sprout Social Encouraging our racers to share their activity online is a big driver of inbound interest at the top of our funnel. When they do talk about us, we always want to be right there to respond and promote it, and Sprout lets us do that.

    *Slack/Trello Yes… team messaging and project management. But, in terms of the marketing stack, we also pipe all our customer support issues through these two platforms. It’s allowed us to handle customer success at an organizational level, which helps keep it a core part of our company culture.

    *Zapier Makes sure all our tools play nicely with each other regardless of whether or not they have direct integrations.

    Vis % of total costs -- we're frugal when it comes to renting software, so the above stack is peanuts relative to our total costs.

    • SM

      Sara Mitchell

      11 days ago #

      +1 for mentioning Zapier. Not sure why more people didn't include it here.

      If you're a little creative with Zapier, you can basically get all the functionality of Marketo/Hubspot/Pardot/Salesforce at a fraction of the cost.

      We've got Zapier + Wordpress + Sumome + RocketBolt + Mailchimp + Pipedrive, and it basically gives us all the auto-marketing goodness of those big platforms for about 20% of the cost. Plus, it's way more customized to do exactly what we need.

  • JB

    Jas Banwait

    21 days ago #

    essentials lately: branch.io for mobile

    In that past I worked heavily with Intercom..

    • SS

      Sepideh Saied

      20 days ago #

      would you mind if i know from which services of intercom you used, I'm interesting to know about experiences around their email automation service.

  • MT

    Miles Thomas

    20 days ago #

    You can see my full stack of tools I use via Recomazing - https://www.recomazing.com/members/miles_thomas

    • RC

      Rodrigo Carlomagno

      17 days ago #

      Which size have your team and how do you manage them to operate the stack? Want to know what each tool demands in workforce.

  • GG

    Gerry Giacoman Colyer

    9 days ago #

    Some of the tools we use at Siftery are Intercom, Clearbit, Buffer, Reply App, YAMM (Yet Another Mail Merge), and Segment.

    In total we're spending a few ($3-4k USD) thousand dollars in our marketing stack and a similar additional amount in experimental ad buys.

    You can see our full Marketing stack here :) :
    https://siftery.com/company/siftery#marketing

  • SB

    Sona Bulgadaryan

    20 days ago #

    I use SimilarTech tool.

  • JV

    Jon Vanhala

    20 days ago #

    Affinio.com for identifying and reaching unbiased audience segments

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